we use local and regional promotion (press and posters) for wherever we are going, we only use one PR company. we know some professional photographers and graphic designers so we usually get good quality advertising material. we are also aquainted with various radio djs so we get a radio mention if its a fairly big gig. we dont charge for small gigs (ie anything up to 400/500 capacity). our band is in the unusual position where our managers have invested a lump sum into us. that money is meant mainly for buying studio time but we do use it for promotion, general expenses for small gigs and so on.
you cant really make decent money through small venues. our usual procedure is to take a cut from the door. the more people we bring, the more money we get. its just the way it works. its not fair (more people does not mean better band) but we accept it to a certain degree. to be honest the only real way to make money through performance is either playing regularily at festivals or consistently going on tours. we have gigged with bad promotion labels so we do have a few names we actively avoid.
the best way of promoting your band is to release an album. thats what gets the most media attention.